‘SoMoBiDa’ Isn’t a Song: Like It or Not, the Confluence of Social, Mobile and Big Data Is the Future of Marketing

Are you familiar with the word “SoMoBiDa”? SoMoBiDa is an abbreviation for Social, Mobile and Big Data—a combination of the three great trends in today’s marketing world. In a practical sense, what does SoMoBiDa mean for marketers?
Social—it’s become cliché to say it, but social media has changed the way in which brands engage and interact with their customers. On one hand, social media has given marketers an incredible platform for disseminating content to the masses, and at an incredibly low cost. Social has given marketers the ability not only monitor what customers are saying and feeling about the firm and its products (social listening or monitoring), but it’s opened the door to actual two-way conversations with clients (social engagement).

Listening to, responding to and engaging with users on Social is a challenge that marketers will be forced to meet with increasing effectiveness in coming years. Recently, a host of new solutions has sprung up to help with the task. Using a Social CRM tool, for example, marketers can match Social Insight against existing customer and prospect data, creating a powerful marketing tool for acquisition, retention or customer service.

Similarly to campaign management, marketers are already starting to experiment with ways to automate some of their organization’s Social Engagement. In fact, some believe that a large portion of Social Engagements can be automated, and new tools have sprung up to fill the need. When it comes to the tone or content of the social conversation, however, many firms have discovered that Social Media is a double-edged sword where control of the conversation has shifted to the crowd—truly a frightening concept to any marketer! Ultimately, marketers who ignore Social do so at their own peril.

Mobile—if marketing is about sending the right message to the right people at the right place at the right time … Well then mobile is the right place. And marketers need to be there. More than simply a “channel” in the conventional sense, mobile is more like a way of life. This is because the mobile device has become hardwired into the way we go about our lives. How do you feel when you accidentally leave home without your phone, or when your phone dies and you have no way to charge it? Not good, right? Can you sit down for an entire meal without picking up your phone at least once to check your email, see what’s trending on Twitter or find out you’re your finds are doing or saying on Facebook?

Who’s Your Data? is a blog that aims to disseminate thought-provoking tips and techniques involving the use of data and database marketing to direct marketing professionals. Why should you care? Because implementing data best practices has been shown to lift response rates, improve analytics and enhance overall customer experience. Reader participation is encouraged!

Rio Longacre is a Sales & Marketing Professional with more than 10 years of experience in the direct marketing trenches. He has worked closely with businesses across many different vertical markets, helping them effectively leverage the use of data, personalization technologies and tracking platforms. Longacre is currently employed as a Managing Consultant, Marketing, Sales & Service Consulting at Capgemini Consulting, a premier management consulting firm. He is based in the company's New York City office, which is located in Midtown Manhattan. He has also previously worked as an online media buyer and digital marketing strategist.

Email Longacre below, or you can follow him on Twitter at @RioLongacre. Any opinions expressed are his own.

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  • PeterJ42

    No matter how much information people gather, they will still be behind the curve, until it is all joined up.

    Amazon is very clever. But they still send me ideas about possible purchases after I’ve bought them elsewhere.

    And in the wrong hands – which is the majority – these tools will be misused. The charity mugger who assumes because you live in a big house you have loads of money (because he doesn’t know about the school fees or the divorce settlement).

    Half the data is often worse than none at all. And people won’t do the work to finish the job.